Communication Strategy
Photo by Jezael Melgoza on Unsplash
Issue
As robotics and automated technologies enter the market at increasing rates, people are becoming more fearful of safety issues caused, and greater irrelevance of human input. The growing worry of such technologies is leading to groups intentionally holding back robotic advancements. This short-term thinking is compounded by media attention and lack of understanding from the disengagement of such technologies.
Goal
The overall narrative of the campaign aims to convey the safety and reliability of robotic technologies. As public awareness of technologies is high, but not sophisticated, we aim to disseminate many of the myths surrounding automation. Increasing public trust and local council support the campaign will encourage and future for robotics in Australia.
Target Audience(s)
Our first primary target audience of this campaign will be youth aged from 10 to 16 since we want them to get familiar with the future robot launch at their schools. It is the parents’ job to bring their kids to the campaign launch event which also make them our primary target audience as well.
The secondary target audience will be the middle-class workers, we aim to motivate them to join our event launch to hopefully inspire them to develop better skills for better jobs.
Communication Methods
The communication strategy focuses on the core activity of direct engagement with local communities. This will be implemented by subsidising robotic technologies in local government and community spaces such as schools and libraries. The council targeted will be The City of Port Phillip Council. Close to Melbourne central and with a high, but moderately dense population.
Taking advantage of the new National Transport Commission, Auto-MATE plans to introduce three level four autonomous vehicles onto the streets of Port Phillip as a means of free public transport. Partnered up with Uber, a rideshare company, users are able to select “Autonomous” car option when navigating in the operational area. The demonstration of roaming automated vehicles both in the Albert Park racing track and the streets of Port Phillip will bring the community closer with automated technologies.
To ensure greater media attention the initial campaign will be run over the Australian Autumn and winter months (March till August), during this period there are few public events and holidays to detract attention away from the campaign. The winter months also ensure a cool and stable temperature, perfect for robotics, as well as focusing the technology on more reliable indoor processes.
Our advertisements and official website will launch on the first of March before the physical launch of Auto-MATE’s robots in June. This gives us three months prior to make sure the targeted publics are aware of the event. Social media advertisements will run from beginning till the end of the campaign and the website will always be accessible online.
After the public is exposed to our advertisements for one full month, the start of April we plan to incorporate more credible sources such as article on Forbes, local news agencies, and a media release. This publicity will boost the campaign’s reputation given the selected media channels represent Auto-MATE in a well mannered professional way. The articles will always be accessible online from the day that it is published, encouraging ease of access.
A month before the event launch (May), we plan to send out snail mail invitation to each household of The Port Phillips Community. The physical mail will include a brochure of the event as well as memorable merchandise such as keychains and magnets with our brand logo with an engraved launching date on it. These small details serve as a cheap reminder of our campaign, grasp their emotional attention and it will contribute to higher turnout for the launch and overall support.
After the initial three-month advertising campaign, on the 5th of June (Friday) is where our introduction launch happen. We want our demonstration throughout the whole weekend as the majority are free from school and work. We aim to demonstrate our robots at Albert Park centre of Port Phillips, allowing people from both ends to travel easily.
The start of the event launch week, a local radio broadcast on Triple J will be executed during and after the campaign launch we plan to implement guest slots to talk about our campaign launch and user experience. The aim to remind the target audience to attend and appreciate Auto-MATE’s launch demonstration.
Our campaign pilot program commences on the 1st of June until the 3rd. On the 28th of August where winter is coming to an end, we want to use that weekend to have a farewell event, re-inviting people who have visited our campaign launch to come back and tell us their experience.
The targeted community will incorporate a partnership with Albert Park Primary School and St Kilda library. Customer service and logistical robots will be “leased” for free during the week leading up to the event. The partnership will include a live robot tracker on the Auto-MATE website as a part of an online interactive initiative.
Objectives
To achieve at least 30% of social media and official website engagement by the 31st of March 2020
To achieve at least 45% of public awareness through credible publication channels (Forbes and freelance journalist) and media release by 1st of May 2020
To achieve at least 35% of responses from snail mail invitation to at the launch event by 25th of May 2020
To achieve at least 45% turnout rate for introductory launch by 7th of June 2020
To achieve at least 50% of positive mindset of our target audience by 31st of August 2020
Artefacts
Photo by Jezael Melgoza on Unsplash
Campaign Artefacts
Since the campaign is set the launch in Melbourne. Our brand adopts a “local Australian” personality to remove any feelings of “unfamiliarity”.
Paid Facebook ads will be used to market the artefact to middle age people, as make up majority of Facebook users.
Robot image by Lake Nona, Social, May 2, 2017 https://lakenonasocial.com/amazon-warehouse-discussed-site-just-minutes-lake-nona-area
Forbes (publication) has high reputation on generating articles and they also have strong audience engagement. Pitching our journalism story to them for publication will boost the awareness of the situation as well as allowing the audience to discuss the matter. Either way, the campaign launch will also be promoted in the article.
Key chain. Similar with the fridge magnet, we put our logo on it so people can search Auto-MATE.
Presented on big billboards along main highways and the CBD area. The highway areas will target an older audience with Family while they are travelling. The CBD area will target younger folks as it is the “hangout” spot. Since billboards in a traditional outdoor advertising medium. The billboard will also advertised in The City of Port Phillip as it is Auto-MATE’s launch location. It is both cheap and effective tool to generate viewership.
Fridge magnet. A simple yet effective reminder. Mailed out to members of the Port Phillip public, there is the time and location about our launch.
A poster will be distributed around The City of Port Phillip, some will be plastered along street walls or shop windows. It displays simple graphics along with our logo, l
Apart of a snail mailing program, an invitation snail mail filled with campaign information and merchandise (magnet or key chain) will be sent to each household in Port Phillip area.
A media release will be distributed to various publications and news agencies (including Forbes) as a paid publication promotion across Melbourne. The extra awareness raised increases the possibility of a larger audience gathering.
Radio ads on the event launch will be implemented on local radio channels to inform our target audience (Parents who drive, Kids, middle-class workers).
Media Artefact(s)
The targeted community will incorporate a partnership with Albert Park Primary School and St Kilda library. Customer service and logistical robots will be “leased” for free during the week leading up to the event. The partnership will include a live robot tracker on the Auto-MATE’s website as a part of an online interactive initiative.
Taking advantage of the new National Transport Commission, Auto-MATE plans to introduce three level four autonomous vehicles onto the streets of Port Phillip as a means of free public transport. Partnered up with Uber, a rideshare company, users are able to select “Autonomous” car option when navigating in the operational area. The demonstration of roaming automated vehicles both in Albert Park racing track and the streets of Port Phillip will bring the community closer with automated technologies.
Click the following to view “Ro-Bro Track” and launch partners.
Showcasing technology is key. Therefore the focus of the demonstration is the main technological changes over the past year(s). Community members, primarily youths and young adults will be targeted during this event. They will be excited about the opportunities technology has in store and more likely to engage with the robotics out in the field. The launch will also give opportunities for younger children to generate interests in robotics and be less fearful like older generations.
The audience engaged with this module are those in the middle and working classes. Auto-MATE encourages these groups to embrace technology rather than fear it. Such groups are less likely to willingly engage with technology thus giving them the opportunity to during the demonstration. Rather than seeing robotics as competition people will ideally see robotics as a helping hand, an opportunity to advance humanity.
Story Pitches
Photo by Jezael Melgoza on Unsplash
Local
To Herald Sun,
The City of Port Phillip is getting a new face lift. Launching on June 5th 2020, Albert Park, robots will be roaming the streets, libraries and schools as apart our “Auto-MATE” campaign. We hope to introduce and familiarise local residents about the convenience and quality of life improvements, automation could bring.
One of the first few recipients of our launch is Albert Park Primary School, with automated logistical and social robots that assist teachers and students.
Similar to your article; “SUCCESS FOR FIRST SCIENCE AND TECH FESTIVAL”, we consider our article as a create addition and follow up story. We hope the public can learn more about automating content.
Sincerely,
Auto-MATE
National
To InsideRobotic’s Australia,
“Machines are taking over!” cried every media outlet. We all have about heard the mass redundancies in the automotive industry, and threats imposed on our employment. Perhaps we are overacting? What we hope to share a story about an Australian community integrating robots into their everyday life.
Starting on the 1st of June 2020, Auto-MATE plans to launch a automation demonstration in Albert Park. Our brand explores the cooperation between humans and artificial intelligence and it’s benefits for worker’s health and wellbeing.
Similar to other articles published by InsideRobotic’s Australia within Industrial Robots Organisations articles. Our industrial insight applications, would make a great addition to your agency.
Sincerely,
Auto-MATE
International
To New York Times,
Silicon valley is preparing for a new era of technology, and it is coming to Melbourne first. Since 1997, automated technology has been on the rise, and sooner or later they will be apart of our everyday lives. Here at Auto-MATE, an Australian based automation launch initiative, we aim to bridge the gap between society and robotics.
On the 1st of June 2020, Auto-MATE will launch a technology demonstration in Albert Park, Melbourne, Victoria – demonstrating how the local community can work together and support automation.
With all the negative press about automation published on your newspapers and websites, such as Tesla’s poor autopilot. Our campaign would like to shed some positive light on this growing industry. We hope, with your influential publishing, we can rid many negative speculations and fear about automation.
Sincerely,
Auto-MATE
Sample News Article
Photo by Jezael Melgoza on Unsplash
We’re Panicking Too Much About Automation
On a warm night in Arizona, United States, a woman named Elaine Herzberg was busy pushing her bicycle through the dark. She had bought some groceries earlier and was making her way home.
After crossing two roads, Elaine prepares to cross the third, but as she set foot on the dark pavement a bright white light flashed before her eyes.
Then, tragedy struck her, literally. On March 18th, 9:58pm, 2018, an automated self-driving prototype car by Uber had struck Elaine at around 70kmp.
Following trial, multiple companies and individuals were investigated to determine human accountability. Stories like Elaine’s served as a reminder of the possible dangers of automation and artificial intelligence.
But here is the catch – incidence reports like Elaine Herzberg’s death is sensationalised.
Let us imagine that instead of a machine, the death of Elaine was the result of a freak accident involving a drunk driver. Sure, for a while the court house would be busy and a couple of journalists would write about it. At the end of the day, the death of another human is nothing new, we hear and see it all the time on newspapers, television and science fiction thrillers like the Terminator.
The reasons why machines are portrayed negatively within media the fear of the inability to control technology. Manufacturing workers lost their jobs not to their own fault, stock brokers lost their jobs not at their own fault, and the death of a pedestrian was not at their own fault.
Someone or rather something has to be blamed, right? So, let us sharpen our pitchforks, light our torches and point it at the machines and the corporations who adopt them.
These concerns about automation and artificial intelligence undermines humanity’s technological advancements. Since 1997, humanity has adopted robots as an industry asset. Eliminating repetitive tasks, especially in car manufacturing. As of 2018, Toyota outputs 10% more in crankshaft production.
Automation has reduced repetition so people can focus on more emotional related tasks, reduce workplace risk and increase efficiency.
Doesn’t that sound great?
Imagine having an automated machine clean up the house, drive you to work or even start a conversation with you. Sounds like a dream, right? Well, this is a reality, you do not need to imagine, because it is already here.
Launching in early August partnering with the City of Port Phillip, a technology weekend demonstration is hosted in Albert Park on June 5th 2020. As a art of the launch, Auto-MATE will feature a series of automated robots in the local area, performing various tasks in St Kilda library, transporting members of the public and assisting Albert Park Primary School with various logistics.
Incorporated on Auto-MATE’s website, a tracking device is installed on the automated machines to track real time tasks. To ensure the campaign does not resemble a “robot takeover”, the machines cannot operate without human assistance. Auto-MATE hopes to promote the incorporate automation as an “enhancer” in everyday life, rather than a substitute.
“There is a lot of stigma and fear around everyday automation,” said Boris, a campaign member for Auto-MATE, “we hope to see a mutual cooperation between society and technology.”
In essence, automation and artificial intelligence aim to improve human wellbeing. However, rare incidence such as workplace redundancies and accidents have shifted public opinion to grow fearful of what humanity has created. Humanity is going through a technological revolution; we must be able to acknowledge and accept technologies’ shortcomings rather than turning away.
Other Useful Links!
Project report is available for download on the “Home” page.
Site Title 
